Brand extension strategy development

Brand Extension:
Dove Toothpaste
Name of the Student:
Name of the University:

Brand Extension
 Usage of established brand name for introducing a new
product in the market
 Two forms:
 Line extension: slightly differentiated, new products
are launched within the same category as that of the
parent brand
 Category extension: new and different categories of
products are introduced under the parent brand (Chiu
et al. 2017).
 Companies leverage the successful brand name and
value while introducing a new product under the parent
brand

Dove Toothpaste
 Dove: Personal care brand owned by Unilever,
operating in more than 150 countries
 Dove sells soaps, body care, shampoo, deodorants,
conditioner, body wash, shower gels, facial
cleansers, hair styling products and body creams
(unilever.com 2019)
 It will enter the oral care industry
 It will launch a toothpaste for the consumers aged
10 years and above in existing market